|Title||THE BIG "OGIRI" FOR JAPAN|
|Brand||BURGER KING JAPAN CO.|
|Product / Service||BIG KING|
|Category||D03. Launch / Re-launch|
|Entrant||DENTSU Y&R Tokyo, JAPAN|
|Idea Creation||DENTSU Y&R Tokyo, JAPAN|
|Media||DENTSU Y&R Tokyo, JAPAN|
|PR||DENTSU Y&R Tokyo, JAPAN|
|Production||DENTSU Y&R Tokyo, JAPAN|
|Contributing 3||PLATINUM Tokyo, JAPAN|
|Contributing||DENTSU TEC Tokyo, JAPAN|
|Contributing 2||PUZZLE Tokyo, JAPAN|
|Contributing 4||BURGER KING JAPAN Tokyo, THAILAND|
|Yuki Fuse||Dentsu Y&R||Creative Director|
|Naoki Bando||Dentsu Y&R||Creative Director|
|Keiko Fukagawa||Dentsu Y&R||Account Supervisor|
|Naru Kudo||Dentsu Tec||Producer|
|Jun Kawashima||Puzzle Inc.||Producer|
|Shota Mori||Dentsu Tec||Copywriter|
|Kiyotaka Okamoto||Puzzle Inc.||Web Art Director|
|Akiko Honda||Puzzle Inc.||Web Disigner|
|Saori Kiryu||Platinum, Inc.||PR Director|
|Minori Fujiwara||Platinum, Inc.||PR Planner|
|Ako Yamazaki||Platinum, Inc.||PR Planner|
|Koji Kasugai||Necomesi ltd.||Technical Director|
|Yu Nozato||Necomesi ltd.||Front End Engineer|
In the survey on Japanese consumers, we found that they like “OGIRI”, an association game where they provide funny or witty answers to the themes. According to the history book called “Shinsarugoki”, the origin of “OGIRI” dated back about 1,000 years. Using this familiar entertainment through generations in which the Japanese instinctively want to participate, we conducted a BIG KING launch campaign.
“BIG OGIRI” campaign was conducted in all 98 BK shops. People associated anything “BIG” with the campaign and brought them to the shops. If shop staff judged them as unique or interesting, customers received a discount for the BIG KING. In order to respond to any “BIG” items brought in the shops, we made a detailed FAQ manual and shared it with the staff.
During the campaign, many unique “BIG” things were brought in. The number of “BIG” items brought to the shops totaled 65,792 (671 per shop) for 24 days and 43 % of BIG KING purchasers used the discount offered by the “BIG OGIRI” campaign. The campaign of the American hamburger brand focused on the Japanese history, tradition and consumer insight, and instantly created buzz like “When I see something “BIG”, I associate it with BIG KING”. As a result, we earned 400 million media impression and 50.3 million reach* as well as No.1 in the Japanese social trends ranking. BK acquired the consumer perception that “BIG KING is the best BIG hamburger in Japan” with increased popularity, which resulted in the product relaunch in April 2016. By digging into the Japanese insight, BK successfully increased sales by 116%, marking record sales over 9 years of business in Japan. *Source: Video Research
Burger King (BK) executed a launch campaign for the new product “BIG KING” using the association game called “OGIRI” where people provide wittier answers to the themes than others. We had the each Japanese consumers reaching the campaign associate anything “BIG” with BIG KING and created a movement of sharing their ideas about “BIG” items with others in the social media. Consumers brought anything “BIG” around them to BK shops, ranging from commodity products with the name containing the word “BIG” to intangible or imaginary “BIG” things. The campaign drove the customer traffic and contributed to the record sales.
We used OGIRI to have people “associate everything BIG with BIG KING”. We announced the OGIRI’s theme in which the Japanese instinctively want to participate and then consumers brought their answers to BK shops. If they provided witty answers, they could get a discount for BIG KING. Through the interactive campaign with the traditional Japanese entertainment, the American brand, BK aimed to attract much attention and drive customer traffic to the shops.